Internal Samsung Docs: “Beating Apple†is Number One Priority

[RaduTyrsina]

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We keep hearing about the dull ongoing legal battle between Apple and Samsung, but during new hearings and appeals, fresh interesting discoveries are being made public. A Samsung business forecast from 2011 which was revealed to the court shows that South Korean company’s number one priority for 2012 was to “beat Apple”. As you can see for yourself in the above screenshot, Samsung says that “everything must be context of beating Apple.” AppleInsider was the first publication to discover the interesting document:

For 2012, Samsung outlined expectations that Apple’s upcoming iPhone 5 would appear in June 2012, featuring “LTE, social networking, cloud integration, CE integration, improved SIRI.” The document noted Apple’s competitive pricing and predicted Apple would sell “>40M units = $20B+ iPhone revenue, $12B iPhone profit, 21% share (#2 overall).” Apple went on to sell 150 million phones in fiscal 2013 after it launched iPhone 5 in September (two weeks before the fiscal year began); most of those sales were iPhone 5.

At the time, Apple was considered an “extremely real and urgent threat” and Samsung’s response seems to be entirely focused on branding rather than technology. Indeed, we’ve seen Samsung extend its Galaxy family of products – “Galaxy S for premium models, Galaxy for other high/mid tier smartphones” and also spend a lot of money in advertising.


Another important aspect of Samsung’s strategy that was revealed is the fact that the company wanted to “drive consumer pull” by understanding why customers buy Apple. Thus, they would be able to develop countermeasures in the carrier and retail environment. And if we look at the recent flagship devices Samsung has put on the market, we clearly see that they’ve been mimicking a lot from Apple’s iPhones, when they should instead focus on developing their own innovations.


Source: iPhoneForums

 

[Ser Aphim]

I guess their strategy is actually "Two can play in this game" or "If you can't beat them, copy them.". Jeez, nothing samsung can do will ever damage apple. Apple survived lawsuits Samsung threw to them. They just kept copying Apple so that apple customers would have an appeal to their devices. Samsung doesn't realize that they are just the missing piece in apple's logo. A low-life, faulty part of apple.

 

[AQ_OC]

Nothing is wrong with this at all, IMO. It's called competition. Apple forced Samsung to up their game. In fact, Apple forced darned near every tech company to up its game. Look at Microsoft - they are finally starting to churn out some good stuff and the chief reason is because Apple ate their lunch. Frankly, we now have strong Android and Windows phone offerings, along with iOS. Tech is better when there is fierce competition. And hating on tech companies makes no sense whatsoever because none of them are your friend and/or enemy. They all compete for your mind space and dollars.

 

[s2mikey]

Nothing is wrong with this at all, IMO. It's called competition. Apple forced Samsung to up their game. In fact, Apple forced darned near every tech company to up its game. Look at Microsoft - they are finally starting to churn out some good stuff and the chief reason is because Apple ate their lunch. Frankly, we now have strong Android and Windows phone offerings, along with iOS. Tech is better when there is fierce competition. And hating on tech companies makes no sense whatsoever because none of them are your friend and/or enemy. They all compete for your mind space and dollars.

Absolutely. I LOVE these two giants going at it. The net result for me is a better and possibly cheaper products in the end. How can anyone complain about that?

 

[Good karma]

Nothing is wrong with this at all, IMO. It's called competition. Apple forced Samsung to up their game. In fact, Apple forced darned near every tech company to up its game. Look at Microsoft - they are finally starting to churn out some good stuff and the chief reason is because Apple ate their lunch. Frankly, we now have strong Android and Windows phone offerings, along with iOS. Tech is better when there is fierce competition. And hating on tech companies makes no sense whatsoever because none of them are your friend and/or enemy. They all compete for your mind space and dollars.

Totally agree with your and others sentiment, this threat and counter threat will wipe out slacking/harvesting/arrogance mode, however if Samsung is so threatened by Apple, i wonder why don't they have their own operating system instead of using 3rd party Andriod & MS, with iTunes, app store, and iTunes store, Apple is way above the others